One in three BAU exhibitors considers Asia to be a key market

11-04-2018
Bau,Shanghai,Munich

BAU´s exhibitors named Asia and North America as current or future target or sales markets, according to an online survey conducted by the IfaD Institut für angewandte Datenanalyse and Gelszus Messe-Marktforschung.

Initiated by BAU, the international trade fair for architecture, materials and systems, the survey aimed to gather data to better improve the PR and marketing activities for BAU 2019.

32 per cent of the exhibitors named the USA as a target or sales market; 22 per cent, China. A majority of the exhibitors at BAU (85 per cent) who identified China as a sales market are already represented there; for the USA that figure is only 76 per cent.

Europe came up tops as a key market too, especially Germany. Almost all (94 per cent) of BAU exhibitors sell their products in German-speaking countries, 71 per cent of them in the rest of Europe. Austria, Switzerland and the Benelux countries, France, Italy and the UK are key markets too.

The relevance of Africa has remained more or less the same. 16 per cent (2013: 17 percent) see the countries of Africa as important target or sales markets, with South Africa and the North African countries the top targets.

Respondents (77%) were mostly architects, builders (68%), building suppliers (54%) and developers (46%). They suggested that high-quality building products, renovation and modernisation, energy, security, customised solutions and digitalisation would dominate trends in the building sector in the next five years.